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Strategic Public Relations
Write and Distribute A Press Release
Write and Distribute A Press
Release
Write a press release outlining your breaking news (such
as the major findings of a report being released).
Include information about who will speak at your press
conference and other relevant facts. (See How to Write A
Press Release)
When to Distribute the Release
You’ll usually want to distribute your press release two
or three days before the press conference. Getting the
press release out early helps generate interest in your
event and gives reporters a chance to absorb the
information and plan how to cover the story (for
example, where it will appear in the paper, what
additional information and interviews they’ll need, and
what visuals they’ll want).
For press conferences focusing on significant news with
national implications, the press release might be sent
to national and local reporters one to two weeks in
advance.
Distributing your press release early can help you boost
attendance, enable radio and television reporters to
record sound bites, and allow print reporters to
interview you or your spokespeople.
Some reporters will tell you that aren't able to attend
the press conference but would appreciate receiving the
materials in advance. Since your goal is to place a
story, in most cases you should send them the materials.
It is also a good idea to post your press release on
your Web site immediately following your press
conference.
There is always the risk that some reporters may break
your embargo, so be careful. (See When to Pitch Breaking
News Story) Often, the early interest generated by
distributing your materials before the event is worth
the risk of an embargo being broken. If you believe the
story or news item is so controversial that media
outlets will run it before your embargo is lifted in
order to beat out the competition, release your
information at the press conference and not before.
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